Marketing to the womb
A few weeks ago, I changed my religious views on Facebook to “Pepsi.” Pepsi is by far my favorite soda: I prefer it over Coke, Dr Pepper, and every other soft drink out there. Then, I started wondering why that might be.
The first time I really drank Pepsi on a regular basis was in Junior High. College Station ISD only had Pepsi vending machines in the cafetaria, so every day I forgot to bring a drink with my lunch I ended up buying a can of Pepsi. Thus, the love affair began. I have been hooked on Pepsi ever since. This is obviously brilliant marketing on Pepsi’s part. I am fully aware of my exploitation by Pepsico and I don’t even care–that’s how much I love Pepsi.
Another great example: Ikea. When I was little, my parents took us along to Ikea in Brussels while they shopped for furniture. They dropped us in the daycare center, replete with Asterix videos and a ball pit. After they were done shopping, we had meatballs with applesauce. Fast-forward nearly two decades: Jenny and I are moving to the Bay Area, specifically Emeryville, which happens to have an Ikea. I was so excited by this fact that I looked up where the Ikea was: only 1.9 miles from our new place! Granted, Ikea’s juvenile marketing is not nearly as smelly an affair as Pepsi’s, but it worked just as well.
Although the two preceding examples are only personal anecdotes, there is no disputing that marketing to children is an extremely lucrative business. It pays dividends years, if not decades, into the future. Although it is definitely not a good thing that the average child is exposed to 20,000 30-second commercials every year (I’m not sure how believable that number is, but even if it’s off by a factor of 10, the point still stands), those kinds of messages are easily forgotten. The best kind of advertsing is the kind that hits you square in the gut years after the fact. Suddenly remembering your favorite Happy Meal toy when you were five, you crave some lardy fries and a twenty-pack of chicken nuggets. The toy cost McDonalds 20 cents in 1989 and has made you spend $5 once or twice a month ever since in an effort to recapture what getting that toy really felt like.








